In this guide, we’ll define promotional materials, explore the different types, analyse the benefits and potential drawbacks, and share the best practices to ensure your promotional efforts leave a lasting impression.

Branded Sports Bottle

What are Promotional Materials?

Promotional materials are physical branded items such as bags, pens, mugs and notebooks, personalised with a businesses name or logo.

Often referred to as swag, merchandise or merch and giveaways, these materials are designed to boost awareness of a business, product, or service. A long-standing tactic in marketing strategies for decades, they have evolved to seamlessly integrate with digital tactics.

Promotional materials also encompass digital and print assets such as downloadable guides, brochures and flyers.

The primary aim of all promotional items is to capture attention and reinforce brand identity. Ultimately, you want your merchandise to drive meaningful actions like making a purchase, attending an event or engaging with your company online.

To read more on the definition see our blog: What is Branded Merchandise?

How do Promotional Materials Fit Within a Marketing Strategy?

Promotional materials are a small part of an overall business marketing strategy.

The marketing mix, contains product, price, place, and promotion, with promotional materials obviously sitting within the promotional bucket. Within this bucket, there are several promotional methods, including direct mail, social media, events, sponsorship, direct selling, PR, and content marketing.

Promotional materials tend to work best during events and conferences, where there are a lot of people from a certain demographic in one place at the same time, helping to compound the effects of brand exposure.

They are also often used in direct mail campaigns, targeting specific customers. Whether it be to promote a new product, service, event or special offer, to thank loyalty or to entice purchases. Charities for example may use branded products in their mail outs (think keyrings, sweets, bookmarks) to incentivise and increase donations.

When used well, promotional materials can play a vital role in any well-rounded marketing strategy.

Types of Promo Materials

Promotional materials can be broadly categorised into three main groups:

1. Physical Promotional Materials

These tangible items often make a memorable impression because they can integrate into recipients’ daily lives. Examples include:

By investing in a quality, premium branded gift, the item is more likely to be cherished and used multiple times, further increasing your brand recognition and ROI.

Recycled Plastic Promotional Products

2. Digital Promotional Materials

Digital assets are effective for reaching a broad audience through online platforms. Examples include:

  • Social Media Content: Eye-catching posts or ads featuring your brand.
  • Email Campaigns: Branded newsletters with engaging visuals and offers.
  • Downloadable Resources: E-books, guides, and templates.

3. Print Promotional Materials

Print materials remain valuable for in-person interactions and events. Examples include:

  • Business Cards: Professionally designed and branded. Their low cost means you can distribute them in large quantities.
  • Brochures and Flyers: Informative, visually appealing handouts.
  • Posters and Banners: High-impact signage for events or stores.

Benefits of Using Promotional Materials

Promotional materials are a powerful marketing tool for businesses of all sizes, offering many benefits:

  • Differentiating your brand in a competitive market: By choosing and designing creative, engaging promotional materials, you will capture the attention of your target audiences and attract potential customers.
  • Enhanced Brand Recognition and visibility: Consistent branding on frequently used items, such as pens, phone accessories or mugs, helps your business stay top of mind with your audience.
  • Increased Customer Engagement: Physical items create a tangible connection with your audience, while digital assets facilitate interaction and feedback through online channels. This means
  • Cost-Effectiveness: Many promotional materials, such as reusable tote bags, deliver a high number of impressions over time, making them a budget-friendly marketing option.
  • Emotional Connection: Thoughtfully designed materials, especially those reflecting your company’s values, such as eco-friendly products, can foster loyalty and positive associations. They can help to nurture long-term relationships with your client.

Audio Promotional Gifts

Potential Drawbacks and Solutions

  • Time: Like many marketing tactics, it takes time to choose a suitable promotional item, approve your artwork, make, deliver and distribute.  This obviously depends on the items you choose and the quantities you order. By planning ahead and putting time aside, you can ensure you will have your promotional materials in time for your event or campaign
  • You need a good supplier: You need a supplier you can rely on for expert advice and knowledge. Otherwise, you may receive poor communication, bad quality and late deliveries. At Steel City, as a small, dedicated group of expert promotional advisors, that work with branded items daily, we can advise you on the most suitable items, delivered in time for your campaign.
  • Throwaway: If you choose an inferior product that breaks or is not relevant to your end user, it could be a waste of money. That is why it is critical to work with promotional experts to ensure this doesn’t happen.

Best Practices for Creating Effective Promotional Materials

To maximise the impact of your promotional materials, follow these tips:

1. Know Your Audience

Choose materials that resonate with your target demographic. Make sure you have researched your audience, and think of the setting where you’re going to give out these products; is there a certain type that would be the most useful or appropriate?

For instance, tech-savvy audiences may appreciate charging cables or power banks, while eco-conscious customers might value reusable items.

2. Focus on Quality

High-quality materials not only last longer but also reflect positively on your brand. Avoid cheap, disposable items that might tarnish your image. You will have to bear in mind your budget constraints, and plan what is achievable.

3. Stay On-Brand

Ensure that colours, logos, and messaging align with your brand identity. Consistency builds trust and recognition.

4. Incorporate Sustainability

Eco-friendly promotional items, such as bamboo pens or recycled notebooks, demonstrate corporate social responsibility and appeal to environmentally conscious consumers.

5. Track ROI

Monitor the performance of your promotional materials by measuring criteria such as customer engagement, brand impressions, and conversions.

By incorporating QR codes and PURLS into your promotional materials, you can connect your digital assets with your physical marketing.

Read more about this in our blog: Direct Mail Analytics

UK Promotional Products Supplier – Steel City Marketing

If you need a supplier for your promotional products this year, then Steel City Marketing is here to help.

We’re a UK supplier, with years of expertise and an endless passion to spark your branded merchandise ideas and bring them to life.

Why choose us:

  • UK supplier
  • Free visuals
  • Dedicated account manager
  • BPMA member since 1982

Contact us today, for a personal guide through our range of promotional products.

Please note this post has been updated from original in 2021.